While February may not seem like the right time to cover Christmas shopping, it’s clear that advertisers spend more during the holiday season and that CPMs and conversions also tend to rise. As such, Q1 2015 can be a good time to fine-tune plans for Q4 2015 campaigns. To that end, we reviewed some data from eCMetrics and eCGlobal on Christmas Shoppers in Latin America. The firms surveyed more than 1,000 Latin Americans from Argentina, Brazil, Chile, Colombia, Mexico, Peru and Venezuela. The findings may help agencies and advertisers strengthen their holiday ad campaigns for 2015.
Target Last-Minute Shoppers in Latam
According to the study results, only 43% of Latin Americans had bought gifts by the 5th day before Christmas, i.e. December 20th. This means that advertisers have 5 days to reach the majority (57%) of Latin American Christmas shoppers and they may want to factor this into their media buys during this time.
Have a Strong Online Campaign in Place
More than 8 in 10 (82%) Latin American Christmas shoppers searched on the web before buying Christmas presents. The eCMetrics survey indicated that most shoppers searched for product price (74%), while a significant amount (49%) looked for product comments and smaller amounts looked for store ratings (27%) and store comments (26%).
Driving Store Traffic Still Very Important
Despite their strong penchant for researching products online, only 7% of Latin American Christmas shoppers shop exclusively online. More than half (51%) shop exclusively in brick-and-mortar stores while 42% shop in stores that offer online shopping. That said, 15% of Brazilian Christmas shoppers shop online, reflecting how Brazilians are becoming more and more comfortable with e-commerce. Overall, however, this suggests brands need a strong online presence combined with special offers to drive consumers to the stores.
Top Hot Products for Latin American Christmas Shoppers
In descending order, here is a look at the products that Latam Xmas shoppers buy the most:
- Fashion (clothes, shoes): 80%
- Electronics (tablets, TV, laptops): 50%
- Entertainment (video games and consoles): 30%
- Mobile phones: 30%
- Books: 30%
- Home appliances: 30%
- Travel products: 18%
- DVD/Blue Rays: 9%
Setting Budgets—and Going Over Them
The study also found that 6 out of 10 Latin Americans set a budget for their Christmas shopping and the largest percentage of those who set budgets are Mexican (69%). In addition, nearly 8 out of 10 (78%) Brazilians report going over budget with their Christmas shopping.
Black Friday Big in Brazil
The study also showed that Black Friday has gained lots of ground in Brazil: 54% of Brazilians report buying items during Black Friday events. Nine of 10 Brazilian Black Friday shoppers bought their products online and nearly all searched online before buying. The majority (79%) did price searches but a smaller amount (30%) also searched for product opinions. With good discounts available, the products that Black Friday buyers in Brazil were most interested in were electronics (57%), clothing (36%) and computer products (36%).
To find out more about what customers know before they enter a store, contact Ivan Casas of eCMetrics.
Contact US Media Consulting if you need help with media buying for a campaign targeting Latin Americans—whether it’s during Christmas or any other time of the year—with any time of media, including programmatic.